LeBron James single-handedly eliminated the Celtics in the conference finals. His team snatched away formerly beloved Celtics player Ray Allen in free agency. Is there any other way LeBron can torture Celtics fans this year? How about Powerade plopping down a billboard in the Boston area congratulating its star endorser on his first NBA title?

The billboard, which greets traffic traveling on I-93, reads, “Congrats LeBron. A championship has a nice ring to it,” inscribed next to an image of the Finals MVP smiling. Even worse: it sits only a few miles away from TD Garden.